In 2020 we decided to take our long-term NBA partnership to the next level at NBA All Star and give basketball fans exclusive access to all-things hoops and DEW.
THE IDEA
A Chance for Fans to Shoot their Shot
To break through noise at the NBA All Star 2020 in Chicago, we tapped into basketball’s dedicated social media following to create the kind of culturally relevant and disruptive experience fans dream of.
THE DESIGN
Taking over Chi-Town
Leading up to NBA All Star, DEW debuted retail programs featuring an exclusive basketball sleeve giveaway and disruptive in-store displays. We also brought DEW to the iconic L line with custom-wrapped trains and station takeovers that painted the city green.
During NBA All Star, we unveiled Courtside Studios, a 3-day immersive experience in the heart of Chicago’s West Loop that gave fans unprecedented access to their favorite sports stars and culture-makers.
Curated activations like a 180-degree sneaker-cam, an exclusive capsule collection and an entirely neon green Insta-court encouraged people to engage with DEW like never before. To keep the party going, DEW hosted events on the rooftop and took over the trendy speakeasy and barbershop next door to host NBA player interviews by day and VIP All-Star after-parties by night. As if a city takeover and immersive experiences weren’t enough, DEW debuted the MTN Dew Zone during the MTN Dew 3-Point Contest to introduce fans watching at home and in-person to two entirely new shots within the contest.
THE OUTCOME
DEW Won the Weekend
MTN DEW drove billions of impressions at NBA All Star 2020 and ignited an unprecedented amount of buzz across the internet. Writeups in Forbes and Complex solidified what we already knew: the campaign was a slam dunk.
